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Article: FLYING HIGHER; BCBG MAX AZRIA IS PUSHING ITS WAY INTO THE DESIGNER MARKET WITH BETTER-QUALITY SHOES -- AND HEFTIER PRICE TAGS.
- Article from:
- Footwear News
- Article date:
- February 7, 2005
- Author:
CopyrightCOPYRIGHT 2005 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Michelle Baran
With an eye toward the higher-end consumer, BCBG Max Azria is moving on up.
This spring, the Vernon, Calif.-based firm, more typically known for its mid-priced product, unveiled a repositioned, higher-end interpretation of its existing Max Azria footwear line -- part of a concerted effort to distinguish it more clearly from BCBG Girls, its lower-priced sister.
The new line is about more than just better materials and higher price points, according to Max Azria, the company's founder, designer, chairman and CEO. Indeed, he said, the new line marks a new mind-set: "We were determined to turn around, to change our team ...